How does bidding in Google Ads work?

Anne Buch

November 30, 2018 12:22

Updated

Every time someone uses search terms on Google, an auction takes place in Google Ads (previously known as Google AdWords) between all who bid for related keywords in order for their ads to appear in the search results. This auction determines the ad position and each advertiser's Cost-Per-Click (CPC). Two things are important here: